Paid Search Column
TV-focused brand budgets are more efficient when combined with YouTube and Facebook
You’ll build more complementary and incremental reach by adding Facebook Video and YouTube to TV, while also creating more efficient...
Are you on the wrong platform? Paid search vs. paid social
The right answer for your business depends on what you’re trying to market, who you’re trying to market to and what your marketing goals...
Oligopoly? Not so fast
The distribution of spending on Google, Facebook and Amazon is not equal. It's an important distinction....
TrueView audience engagement: Paid strategies to find fans and reduce waste
Setting the right KPIs, such as earned paid media metrics instead of video completion rates, are vital to maximizing your ability to learn from...
Here’s how you align marketing strategy with your customer’s journey
SMX Advanced presenters Amy Bishop and Michelle Morgan outline tactics for paid media channels to effectively guide users from discovery to...
A look under the hood of profitable e-commerce websites
Tools are only effective if they are simple and straightforward because today’s customers expect a website with self-service tools to answer...
Answers to common questions about YouTube Ads
Here are some tips on how to structure your video campaigns, measure performance and get in front of the right...
Reimagining the marketing funnel for the disrupted customer experience
To optimize for conversions, create reports based on segments, optimize landing pages and don’t assume visitors will follow a predetermined...
Be smart, advertisers. Here’s how to approach rising Google brand CPC
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are...
Is Amazon friend or foe? Retailers must weigh the opportunity before tapping revenue gains
Retailers with a unique product may be cautious selling on Amazon but it can be a powerful channel for moving out-of-season and clearance...
Welcome to the Golden Age of competitive research
One of the largest opportunities we have as PPC marketers is to seize the moment when competitors have stopped paying...
What happens post-conversion? It’s time we figure it out, together
The PPC industry is shifting its focus on not just what happens after the click, but what happens after the...
If you’re not remarketing keywords, you’re missing out
Targeting methods have moved beyond keywords and SMBs should now be interacting with potential customers alongside their entire purchase...
Contextual audience targeting: Pivot your audience strategy from cookies to content
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting...
Learn how to get better returns from Microsoft Ads
To get started, import a successful Google AdWords campaigns, do your research on keywords and optimize your current bids and budget for...
We must demand a higher standard of quality for online advertising
As an industry, we need to create baseline criteria to combat fraud and support an ad-supported...
One-to-one-household marketing requires solving the ‘shareability’ problem
The growing emphasis on one-to-one marketing fails to account for a critical truth – major purchases usually result from group decisions,...
Debunking the top 5 stereotypes of programmatic traders
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really...
New customer acquisition vs. retention: 7 best practices for search
Here’s how retailers should map their audience strategy for new-versus-returning customers to...
Here’s how digital word of mouth and search have converged
Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer...